What the food delivery boom says about how Spanish consumers have changed

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What the food delivery boom says about how Spanish consumers have changed

Not so many years ago, the food delivery offers that consumers had access to were limited, especially if they lived in a more or less small town. There were the pizzerias, which were possibly the pioneers in service, and the Chinese restaurants. The ordering process was the same in all of them. You had to place the order over the phone (something that for millennial teenagers today was a real nightmare), say how much change was going to be needed and wait patiently for the order to arrive.

Of course, all this was also associated with having the brochures that the restaurants in question had been leaving in the mailbox somewhere in the  how to get usa phone number  kitchen or saving the favorite pizzeria, the one in which the same thing is always requested, on the agenda of the telephone.

But that changed in recent years and it completely did. The pizzerias themselves began to sell directly through their websites, which became something that millennials welcomed with enthusiasm (and also those who never had cash at home), but specific services that focused on the food at home and that they expanded the offer. SinDelantal, one of the first to appear in Spain, used to have recurring offers, a way to attract new customers.

In 2012, estimates from the food delivery industry itself indicated that around 300,000 food deliveries were made per day across Europe thanks to this type of service (this was data from Just Eat). In Spain, the market grew at a rate of 1000% in orders and was already moving around 325 million euros. “The concept of online food delivery is booming”, explained then the head of Just-Eat in Spain, noting that the sector believed “day by day” and “despite the crisis.” The great movement of the internet industry in Spain in that year had been the purchase of SinDelantal by Just Eat. No official figures came out, but there was talk of millions of euros.

In those years, the market for food delivery systems, which were accessed mainly from the browser and not so much from an app, were growing a lot in large cities. If you lived in Madrid, the food offers were already beginning to be very varied. From there, the offer was expanding and growing. If someone moved to a smaller city from a large one where Just Eat and the like were already established, they would find themselves with little or no supply.

Now, however, you will have even the sandwich bar on the corner of your street selling online on one of those platforms, which have not only become more popular but have also begun to be used en masse from applications for mobile devices.

Two out of every three Spaniards already use it
And, in fact, food delivery has become a very popular consumer item in Spain. According to estimates by Kantar Worldpanel, take-out and home food already reaches 2 out of 3 Spaniards. 66% of Spanish consumers have used one of these services at least once, according to data from the consultancy. It may seem like a striking curiosity, but in reality it is a very powerful piece of information to understand how consumption is changing and how Spanish consumers have done it.

“This means that these new forms of consumption have already been used in Spain by 22 million people, with takeout being the most popular option,” they explain in the press release presenting the results of this study. In fact, the market data for takeaway and home food already far exceeds that of online grocery shopping. Online purchases in supermarkets have been made 20 million times in 2018 in Spain. Takeaway food was 107 million and home delivery was 67.

Pero los datos no solo dicen que los consumidores españoles piden más que nunca a domicilio y comida para llevar, sino también que las líneas de quién vende qué están siendo cada vez más borrosas. Cada vez son más los supermercados que incorporan una oferta de comida para llevar y los restaurantes de siempre que entran en el negocio de la comida a domicilio. Según los datos de Kantar, 44 millones de compras hechas en supermercados e hipermercados en España en 2018 fueron ya de comida preparada y el 7% de todas las comidas y cenas que preparan los restaurantes españoles es para comer en casa.

Of course, in this last point, variations in terms of age can be found. Millennials are the ones who order food delivery at restaurants the most. 58.2% of consumers between 25 and 34 years old order food at home. So do 54.9% of those aged 15-24 (Generation Z) and 48.6% of those aged 35-49 (a mix of the oldest millennials and the youngest Xs). Those from 50 to 59 are consumers by 38.7% and those from 60 to 75 by 35.3%.

The data will also be higher and higher. Kantar Worldpanel forecasts that in 2019 the growth of delivery systems will accelerate and that it will do so thanks to new services, such as aggregator apps that will allow better verification of the offer in the area. New players will also appear in Spain, they foresee, such as Klikin (a B2B solution for restaurants) or Dark Kitchen space formats, places that are only kitchens that generate take-out but have no service to the public.

What it says about the Spanish
All these forecasts and all these analyzes of the state of things are crucial and very interesting for the food industry, true, but also for companies in general  how to get usa phone number  because they say a lot about what new consumers are like. “Understanding the motivations of out-of-home consumers, what they are asking for and why, is essential for brands, retailers, restaurants and all kinds of players to find a way to grow in this rapidly changing market,” they conclude in the study.

The growth of the food delivery market and the fact that we are cooking less and less to buy food has already done explains a lot about social changes and what consumers in the 21st century are like, shaping their behavior and spending intentions.


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